Momenti Group has unveiled a new research initiative, titled WHY, which aims to shed light on the real factors behind brokers’ choice of lenders.

The project, being carried out with Pegasus Insight, will examine not only rational considerations such as pricing and criteria but also the emotional influences that shape decision-making.

Jeff Knight, managing director at Momenti Group, said: “When I worked with lenders, the focus was often on rational drivers such as price and criteria. But in today’s noisy market, it’s just as important to understand the emotional drivers behind decisions.

“ That’s what WHY is all about — starting with the rational factors and then going deeper into the emotional ones, like relationships, trust, and brand.”

The initiative is expected to provide benefits for both lenders and brokers. For lenders, the findings are intended to deliver insight that could improve efficiency, sharpen competitive edge and help build stronger margins beyond headline rates.

For brokers, the research promises a greater understanding of their needs, allowing lenders to develop more tailored offerings and foster stronger working relationships.

“Lenders have a good understanding of WHAT brokers like, so we are going to go deeper and understand WHY. This is a win–win: lenders become more efficient and competitive, while brokers benefit from services that truly fit their world,” Knight added.

Ripley Sa Salgueiro, founder of First Time Finance, welcomed the approach. “As brokers we have the responsibility to get what is best for the client, but this doesn’t always mean just choosing the cheapest product.

“Especially when you work within a niche market, like we do, it is important that we place cases with lenders that we trust and deliver the right outcomes for our clients. For us, lender relationships are really important, for example.”